A Pioneering Force in Sports Marketing: Max Muhleman Passes Away at 88
In a world determined by the hustle and bustle of sports dynamics, the passing of Max Muhleman resonates like a profound echo through the corridors of professional sports. At the ripe age of 88, he departed from this earthly realm peacefully in Charlotte, having waged a quiet battle against heart-related ailments, as recounted by his son, Lee Muhleman.
Muhleman, whose visionary acumen birthed the concept of permanent seat licenses (PSLs) in the realm of sports marketing, leaves behind an indelible mark. He played an instrumental role in the successful quests of the Carolina Panthers and the Charlotte Hornets as they clawed their way to expansion glory.
Back in the early 1990s, amid the fervent race to secure an NFL franchise for the Carolinas, Muhleman aligned himself closely with Jerry Richardson, the founder of the Panthers. It was at the pivotal October 1993 owners’ meetings where he delivered the marketing pitch that ultimately swayed the decisionmakers, ensuring that Richardson would secure the franchise, marking the Panthers’ debut in 1995.
Charlie Dayton, a former director of communications for the Panthers, captured the essence of Muhleman’s understated yet vital contributions: “I don’t think a lot of people realize what a big role Max played in getting the expansion team. He was there every step of the way.” Indeed, Muhleman thrived in the shadows, wielding influence while letting others bask in the spotlight.
His innovative marketing strategy included securing three NFL preseason games in Raleigh and Chapel Hill, North Carolina, along with another in Columbia, South Carolina. Each of these spectacles sold out, decisively affirming the Carolinas as fertile ground for an NFL franchise.
Yet, the path to realization was rocky, complicated by the challenge of financing the endeavor. Richardson was steadfast against the use of taxpayer funds, and league officials harbored concerns about accruing additional debt. Enter Muhleman, who ingeniously conceived the PSL—a one-time payment granting fans the privilege to purchase season tickets each year. This groundbreaking notion led to the selling of over 55,000 PSLs, ultimately generating millions that facilitated the construction of the grand 72,000-seat Bank of America Stadium located in downtown Charlotte—a venue that continues to host both the Panthers and the Charlotte FC of Major League Soccer.
Over the course of her decade-long collaboration with Muhleman, Tamera Green, now the senior vice president and communications officer for the Panthers, admired his unparalleled talent and creativity. “He had some really cool ‘firsts’ in sports,” she reflected. “The idea of the PSL almost came out of desperation at the time. It was like a Hail Mary. And it worked.”
The revolutionary idea of PSLs has since been embraced across various professional sports franchises as an inventive means to fund private venues, solidifying Muhleman’s legacy within the industry.
Earlier in his illustrious career, Muhleman’s persuasive prowess helped Charlotte land an NBA expansion team in 1988, collaborating with George Shinn, then owner of the Hornets. The team’s official social media platform paid homage to Muhleman’s contributions, recognizing him as a “renowned sports marketing legend.”
Not limited to football and basketball, Muhleman also lent his expertise to Rick Hendrick, charting the course for what would become Hendrick Motorsports in NASCAR. Jeff Gordon, esteemed former NASCAR driver and now vice chairman of Hendrick Motorsports, highlighted Muhleman’s catalyst role: “Rick has always said Hendrick Motorsports would not have happened without Max Muhleman.”
Beyond strategies and statistics, Lee Muhleman offered a glimpse into his father’s character, emphasizing his extraordinary knack for building and nurturing personal relationships. “He loved sports,” Lee noted. “What he was able to do, because of his background as a top-notch sports journalist, was make people he spoke to feel important and liked. He cultivated not just clients but friends, sustaining those connections throughout his career.”
Thus, with his passing, the sports world honors Max Muhleman—a visionary whose influence sculpted the landscape of professional sports marketing. His legacy, much like the stadiums that now house vibrant fanbases, will forever resonate, echoing in the hearts of those who understood the depth of his contributions.
